Eden-Overview&Introduction-Onlinemarketing&Digitalstrategy

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Overview & Introduction Online Marketing & Digtital Strategy

Overview & Introduction Online Marketing & Digtital Strategy

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  • 1. Diploma in Online Marketing, Sales & Digital Strategy Keith Feighery
  • 2. Session Overview
    • Introductions
    • Course Overview
    • Reading Materials
    • Project Specification
    • Overview of Digital Landscape
    • Digital Strategy & Planning
  • 3. Course Overview
    • 6 week course
    • Project Assignment Based
    • Lectures, Hands-on group work, class presentations
    • Assignment due 3 weeks after final class
    • Class participation is key
    • Essential to read suggested course materials
      • blogs, books, reference sites, podcasts, webinars etc…
  • 4. Time Table Dates Times Activity May 21 st 2011 10.00-16:00 Class May 28 th 2011 10.00-16:00 Class June 11 th 2011 10.00-16:00 Class June 18 th 2011 10.00-16:00 Class June 25 th 2011 10.00-16:00 Class July 2 nd 2011 10.00-16:00 Class
  • 5. [email_address]
  • 6. Course Overview
    • Developing and executing Digital Strategy
    • Digital and Online Marketing Programmes
    • Content Marketing Programmes
    • B2C and B2B Online Marketing Tactics
      • SEO, PPC, Email, Display, Automated Marketing Solutions, Mobile
    • Social Media Marketing Strategies & Tactics
    • Online Sales Optimisation
    • Digital Media Content Creation
    • Implementing Measurement Programmes
  • 7. Reading Lists
  • 8. Readings
    • Core Text Books
      • New Rules of Marketing and PR – David Meerman Scott
      • Now is Gone – Brian Solis
      • Engage – Brian Solis
      • Groundswell – Charlene Li and Josh Bernoff
      • Web analytics 2.0 - Avinash Kaushik
      • Advanced Google AdWords – Brad Geddes  
    • Supplementary Reading :
      • Flip the Funnel – Joseph Jaffe
      • Web analytics : an hour a day – Avinash Kaushik
      • Landing Page Optimization: The Definitive Guide to Testing Time Ash
      • Always Be Testing: The Complete Guide to GWO – Bryan Eisenberg
      • Call to Action: Secret Formulas to Improve Online Result – Bryan Eisenberg
  • 9. Podcasts
    • Podcasts
      • Forimmediaterelease.biz
      • Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also)
      • Marketing Over Coffee
      • PPC Rockstars – David Szetela
      • Media BullsEye - http://www.mediabullseye.com/mb/category/media-bullseye-radio
      • Beyond Web Analytics – Adam Greco and Rudi Shumpert - http://www.beyondwebanalytics.com/
      • Landing Page Optimisation – Tim Ash - http://www2.webmasterradio.fm/landing-page-optimization/
      • On The Record - http://ontherecordpodcast.com/pr/otro/default.aspx
      • Marketing Experiments – Website Optimisation
  • 10. Websites
    • Digital Marketing
      • http://www.marketingprofs.com
      • http://www.marketingsherpa.com/
      • http://www.twistimage.com/blog/
      • http://econsultancy.com/
      • www.adage.com
      • http://johnbell.typepad.com/
      • www.mashable.com
      • www.rww.com
      • www.emarketer.com
      • www.junta41.com
      • www.hubspot.com
      • http://sethgodin.typepad.com/
  • 11. Social Media
    • Social Media
      • www.webstrategist.com/blog
      • www.brandrepublic.com/
      • http://www.socialmediatoday.com
      • www.techcrunch.com
      • www.mashable.com
      • http://blogs.forrester.com/groundswell/
      • http://www.casestudiesonline.com/
      • www.nevillehobson.com
      • http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/
      • http://www.beingpeterkim.com/2008/09/ive-been-thinki.html
      • http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-lists-and-tons-of-examples/
  • 12. Online PR
    • Online PR/Communications
      • http://www.webinknow.com/
      • http://www.nevillehobson.com/
      • http://www.steverubel.com/
      • http://blog.holtz.com/
      • http://kdpaine.blogs.com/
      • http://darmano.typepad.com/logic_emotion/
      • http://www.shivsingh.com/goingsocial/
      • http://www.theharteofmarketing.com /
      • http://www.insidepr.ca/
      • http://www.acrossthesound.net/
  • 13. SEO
    • SEO/PPC
      • searchengineland.com/
      • searchenginewatch.com/
      • www.mattcutts.com
      • www.seroundtable.com/
      • http://www.seomoz.org/
      • www.toprank.blog.com
      • www.searchenginejournal.com/
      • www.seobook.com
      • www.seochat.com/
      • www.semrush.com/
      • www.googlerankings.com/
      • www.sitepoint.com/article/ultimate-seo-checklist
      • www.searchengineguide.com/
  • 14. B2B Sites and Products
    • B2B Marketing and Lead Management
      • blog.startwithalead.com /weblog/
      • marketinginteractions.typepad.com /
      • www.leadsloth.com
      • www.propellingbrands.wordpress.com
      • www.leaddogs.com
      • www.market2lead.com
      • www.churchofthecustomer.com
      • www.customerexperiencematrix.blogspot.com /
      • www.funnelholic.com  
    • B2B Marketing Products
      • www.alterian.com
      • www.eloqua.com
      • www.marketo.com
      • www.reachforce.com
      • www.genius.com
  • 15. Websites
    • Analytics
      • http://www.webmetricsguru.com/
      • http://www.kaushik.net/avinash/
      • http://lifeanalytics.blogspot.com/
      • http://andrewchenblog.com/list-of-essays/
      • http://blog.revahealth.com/
      • http://crazyegg.com/
      • http://haveamint.com/
    • A/B & MultiTesting
      • http://www.abtests.com/
      • https://www.google.com/analytics/siteopt/splash?hl=en
      • http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-tips/
      • http://www.vertster.com/
      • http://www.whichmvt.com/
  • 16. Google/Conversion Related
    • Google Related
      • www.google.com /support/forum/p/websiteoptimizer?hl=en
      • www.google.com /webmasters/
      • www.google.com /support/conversionuniversity/
      • www.google.com /adwords/webinars/agency.html
      • www.google.com/insights/search/#
      • adwords.google.com /select/AdTargetingPreviewTool
      • adwords.google.com /select/KeywordToolExternal
      • www.google.com /trends
    • Keywords
      • freekeywords.wordtracker.com /
      • inventory.overture.com /d/searchinventory/suggestion/
    • Online Conversion Related
      • conversionroom.blogspot.com /
      • www.widerfunnel.com /proof/case-studies
  • 17. Digital Planning Template
      • http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/
    • http://www.smartinsights.com/blog/digital-marketing-strategy/campaign-planning-template/
  • 18. Core Components of Digital Strategy
  • 19. Core Components of Digital Strategy
    • Have clear and defined business objectives for your Digital Programmes
      • Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…
    • Know exactly who your audience is – and where they reside digitally
      • Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
    • Develop a content strategy for your site and digital channels – that adds value for your customers
      • “ Whats in it for me” – always from the customer perspective
      • Use customer lexicon – not yours
    • Create Activation and Conversion points within your digital assets
    • Build relationships – not always selling
      • Funnel marketing, top of mind, inform, educate and entertain
    • Optimise and Measure performance across all digital channels
  • 20. Key Online Marketing Tactics
    • Content & Inbound Marketing
      • Website, blog, social platforms, partnership sites etc…
    • Search Engine Marketing
      • PPC, Display and Affiliates
    • Social Media Marketing
      • Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
    • Mobile Marketing
      • Location Based, Text, Advertising, Coupons, Offline-Activation
    • Search Engine Optimisation (SEO)
      • Structured & Planned Content, Optimismed Vocabulary, Links
    • Email Marketing
      • Email Service Providers, Acquisition and Retention, Lead Nurturing
    • Measurement and Analytics
      • Clear Objectives and Benchmarks
  • 21. Iterative Approach To Creating Digital Marketing Plans and Strategies
  • 22. Iterative Digital Marketing Strategies
  • 23. The Changing Digital Landscape
  • 24. Traditional Marketing Vs Social Engagement
  • 25. Proliferation of Channels
  • 26. Social Media Landscape
  • 27. Digital Consumption Trends
    • 1.85 Million people currently on Facebook in Ireland
    • Approx 200K on Twitter
    • Approx 200 Million People per month access Facebook on mobile Devices
    • The number of users who consume no social media has fallen from 44% in 2007 to 18% in 2010
    • 70% of online adults, ages 55 and older, use social tools at least once a month
  • 28. The Rise of Facebook
  • 29.  
  • 30. Businesses & organisations must embrace a more social engagement because it is happening with or without them
  • 31. Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer
  • 32. Marketers need to understand the dynamic of communities
  • 33. Differentiated Digital Media Model
  • 34. Digital Marketing Media Mix
  • 35. Content & Inbound Marketing
  • 36. Hubspot – Inbound Marketing Company view
  • 37. Inbound Marketing Characteristics
  • 38. Characteristics
    • Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives
    • Creates a less-frictional way of converting prospects into sales
      • When used in conjunction with lead management systems
    • Helps build long-term relationships rather than one-off sales
    • Creates stickiness to your owned media assets (rather than to paid ones)
    • Once started, provides an ongoing process and framework to control and publish valuable information
  • 39. Digital Strategy & Planning
  • 40. Digital Strategy & Planning Source RedAnt.co.uk
  • 41. SOSTAC Framwork
  • 42. Using RACE for Digital Marketing Optimisation
  • 43. Planning Phase
  • 44. Planning Phase
  • 45. Planning Overview
    • Define business objectives
      • Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation programme etc..
    • Define audience and break down into personas & needs
      • Personas, Influencers, Advocates,
      • Demographics, Psychographics, SocialGraphics etc.
    • Audience locations and value of each audience segment
      • Where do the reside digitally, what are their preferences, how do they consume media, what are their required informational needs
    • Aligning digital strategy with brand
      • What is the tone, voice, perception currently presented
  • 46. Research Channels
  • 47. Personas
  • 48. Location Setting
  • 49. Goals and Audience Location Analysis Source RedAnt.co.uk
  • 50. Creation Phase
  • 51. Creation
    • Once strategy, audience, locations are known
      • Start conceiving, designing and creating tactical solutions
    • Identify themes, channels, tone, aims for each tactical channel and initiative
      • PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc…
    • For B2B business map out buyer and sales cycles
      • Align marketing and sales organisations
    • Initiate a content marketing production programme
      • Map this out along with personas and buyer cycles
    • Define KPIs for each programme – know upfront what success will look like (by corollary failure too)
  • 52. Mapping audience, solutions and projected ROI Source RedAnt.co.uk
  • 53. Measurement
    • Key Performance Indicators
      • Measures that help you understand how you are doing against your objectives.
      • highlight success, or failures, for the objectives you have created for your organization
    • Business Objectives:
      • Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs
  • 54. Typical Trackable KPIs
    • Increase Rate & Value of Conversions
    • Increase Average order size (ecommerce apps)
    • Increase Customer Lifetime Value
    • Increase Average Revenue Per User
    • Reduce Cost per Lead & Cost Per Sale
    • Reduce Core Bounce rates
    • Increase Frequency and Return rates
    • Reduce Abandonment rates
  • 55. Metrics
    • Traffic Related Statistics
      • # Page Views, Visits, Unique Visitors
    • Channel Statistics
      • Decomposition of Organic, Paid, Email, Direct etc..
    • Social Stats
      • # of Twitter, FB, Blog, LinkedIn followers/comments
    • # of 3 rd Party Links
      • Partners, Referrals, Promotions, Affiliates
    • # of Newsletter signups
    • # of Site Specific Downloads
      • Webinar Views, Articles, Whitepapers, podcasts
  • 56. Simple KPI Framework
  • 57. Actualisation Phase
  • 58. Actualisation
    • Real-time implementation of each channel, campaign and platform
    • Engaging and interacting with your audiences
    • Reacting to issues and tweaking campaigns as they proceed live
    • Constantly compare performance with projected KPIs created during the previous phases
    • Create a cross functional communications feedback loop to resolve all issues and update status
    • Capture all lessons learnt in a repository in order to feedback into an improvement process
  • 59. Evaluation Phase
  • 60. KPIs & Goals set in the Creation Phases should be assessed according to actuals
  • 61. Evaluation Feedback loop
    • Implement a continuous learning and improvement framework
    • All findings and experiences should feed into subsequent phases, campaigns and initiatives
    • Refine reporting process
      • Improve ROI metrics in their broadest sense
      • Educate management through correlation of digital and business goals
      • Iterate constantly
  • 62. Questions & Answers
  • 63. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
  • 64. Thank You